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When a firm has multiple strategic business units like PepsiCo does, it must decide what the objectives and strategies for each business are and how to allocate resources among them. The Boston Consulting Group (BCG) matrixA portfolio planning approach that examines strategic business units based on their relative market shares and growth rates. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.


However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. A group of businesses can be considered a portfolioA group of business units owned by a single firm., just as a collection of artwork or investments compose a portfolio.
The company has to continually evaluate the situation and adjust its investments and product promotion strategies accordingly. The firms then determine their investment strategies based on how well the two correlate with one another. Organizations that have multiple business units must decide how to allocate resources to them and decide what objectives and strategies are feasible for them. You may also download a PDF copy of this book (14 MB) or just this chapter (2 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline). One strategy is to build market share for a business or product, especially a product that might become a star.


As Figure 2.16 "The General Electric (GE) Approach" shows, the investment options outlined in the GE approach can be compared to a traffic light. Because the BCG matrix assumes that profitability and market share are highly related, it is a useful approach for making business and investment decisions.
In that case, the company should harvest the business (slowly reduce the investments made in it), divest the business (drop or sell it), or stop investing in it, which is what happened with many automotive manufacturers.



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